There's no shortage of content about the power of stories and storytelling in digital marketing. But how do you tell stories beyond your "brand story," especially if you work for a dreaded "boring" company?

One category of stories that never runs dry is employee stories.

Employee Stories Are Brand Stories

Employee stories give your audience access to your brand on a human, personal level.

If companies are simply collections of people working for a common purpose, then telling the stories of the people... is telling the story of the company.

And that's not just a content marketing win, but a brand win.

What Are Employee Stories?

Employee stories don't have to require any special effort: Your employees tell stories about their work every day! But by guiding the "work stories" that your employees tell internally, you have the opportunity to create, curate, and control the distribution and promotion of some of your best brand stories.

You can also curate stories about your employees' lives that link back to a core value in the business. Employees often have trouble sharing stories about their "work life" but are readily able to share personal stories outside of work.

Find how you can relate stories about their hobbies and interests, their passions in life, back to the brand's values.

Employee Story Requirements

All brand stories should link back to a core value in some way. They should express a human truth that positions your brand and your colleagues as relatable.

Stories are not chronological lists of events or processes or hierarchies. Those are narratives, and they lack the elements of conflict and emotion that stories require. Each employee story should have...

  1. Context
  2. Conflict
  3. Resolution

In short, you must set the backstory, find a problem that must be solved, then resolve it.

You don't need to contrive anything or add dramatic flair to create an engaging employee story.

Here's a simple one: "We were elated to sell a huge customer at the end of the first quarter (context), but we found that our designers didn't have enough bandwidth to fulfill the work (conflict), so our executive team jumped in and worked night and day to assist the designers in any way they could (buying dinners, hiring help, helping with design). As a result, the work was delivered on time (resolution)."

The "moral" might be teamwork, or integrity, or both.

Employee stories can be that simple.

Think Like a Journalist

You've probably heard that "marketers spread messages, journalists write for audiences."

Sure, content marketing has rewritten that idiom to some extent, but the point remains that if you're going to be telling employee stories, you need to think about your source material and your audience as if you were a journalist.

Journalists keep their eyes and ears open for not only stories but also data sources that can back up and verify their claims.

Access 'Tribal' Department Knowledge

Employees are trained through a combination of documented training material and hearing the experiences of their peers. Stories explain company culture, values, beliefs, and process in a compact and authentic medium; they carry truths that simple "telling" (training material) cannot.

Ask of your organization:

  • What stories are our employees/clients already telling?
  • Who in the company is best equipped to tell these stories?
  • Who has stories to tell that can help extend the power of our brand?

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How to Elicit and Use Employee Stories in Your Content Marketing

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ABOUT THE AUTHOR

image of Ryan Michael McDonald

Ryan Michael McDonald is a content marketing and digital advertising practitioner and the director of digital marketing at Iterate Marketing.

Twitter: @RyanMichaelMcD

LinkedIn: Ryan Michael McDonald